BIP! Finder - The Advertising-Financed Business Model in Two-Sided Media Markets

2015 • The Advertising-Financed Business Model in Two-Sided Media Markets

Authors: Anderson, Simon P.; Jullien, Bruno

Venue: N/A

Type: Publication

Abstract: This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets developed around the concept of two-sided markets. The objective is to highlight new and original insights from this approach, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising, where platforms deliver content to consumers and resell their “attention” to advertisers. A key distinction is drawn between free media and pay media, where the former result from the ... (read more)

Impact:

1.1727533E-8 4.227136E-9 28 14

/ Attention: 0 67

Topics: Advertising Marketing

DOI: 10.1016/b978-0-444-62721-6.00002-0

External links: Crossref OpenAIRE

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